For several years, the idea of sustainable development has become fashionable and is being implemented. The term "sustainable development" is inflected at all possible ways. One creates the necessary conditions for the implementation of such a development, which is believed to be a panacea for economic crises, environmental degradation and premature full exploitation of material resources of our planet. First of all, attention is drawn to the external conditions – social and cultural ones. However, internal conditioning – the role of individuals – their mental and spiritual states, value system and environmental awareness – are ignored. The objective of this article is to draw attention to the fact that the success of sustainable development depends mainly on the internal and subjective conditions, especially from the people who implement it. The author claims that the idea of sustainable development can be fully realized only with the help of sustainable people.